OLYMPICS: No selfies, please: Dolomites push back against overtourism ahead of Games

ROME – As Italy gears up to host the Winter Olympics next month, Alpine communities are raising concerns about social media-driven tourism, which is turning sacred landscapes into selfie hotspots and straining the fragile mountain ecosystem.

The Games will be centered in Milan and Cortina d’Ampezzo, a town surrounded by the jagged limestone peaks of the Dolomites — a UNESCO World Heritage Site — with additional events in Predazzo, Tesero, and Anterselva.

Organizers say the Olympics, based largely on existing venues, will have minimal environmental impact while providing upgraded facilities and boosting local economies.

However, some local officials and environmental groups warn that the global spotlight could accelerate overtourism fueled by Instagram and TikTok. Once-quiet destinations like the Seceda summit and Lake Sorapis have already become overcrowded viral attractions.

Italian climber Reinhold Messner, who completed the first solo ascent of Mount Everest, criticized influencers for drawing unprepared visitors.

“They arrive by car, park anywhere, and take photos. They bring only noise, traffic, and disruption,” he said.

A 2023 Apple ad featuring Seceda’s ridgeline sparked a wave of tourists. By last summer, long lines at the cable car station — with visitors holding smartphones and parasols instead of hiking gear — went viral online. Geotagging has similarly transformed Lake Sorapis into one of the most photographed sites in the Dolomites.

Mayor Gianluca Lorenzi of Cortina said up to 2,000 people can gather around the lake on peak days, diminishing the experience for visitors.

Ancient Coral Reefs Under Pressure

The Dolomites are remnants of coral reefs that formed 250 million years ago. Fossils of ammonites and dinosaur footprints are scattered across the mountains. The pale rock creates the “enrosadira” phenomenon, where peaks glow pink and orange at sunrise and sunset — a spectacle widely shared online.

Cortina hosted the 1956 Winter Olympics, the first Games broadcast internationally on television, leaving a lasting economic impact. Infrastructure improvements strengthened the town’s appeal and balanced summer and winter tourism, according to historian Andrea Goldstein.

This year’s Games follow a decade in which mountain tourism in Italy has tripled, driven in part by social media campaigns promoting the Dolomites’ scenic views. A study by the European House Ambrosetti predicts an additional nine million visitors in the five provinces hosting competitions — Milan, Belluno, Bolzano, Sondrio, and Trento — between 2027 and 2030.

Thomas Benedikter, director of South Tyrol’s POLITiS civic education center, warned that the surge could strain water resources and damage the landscape, the Dolomites’ most valuable asset. “Artificial snowmaking and hotel water use compete with agriculture, industry, and households. Hotels, wellness centers, and ski infrastructure consume space and scar scenery,” he said.

Locals and Influencers Push Back

Overcrowding has caused trail erosion and littering, prompting some residents to protest. In the Gardena Valley, a farmer installed a 5-euro turnstile on a trail to protest tourists, while in Funes Valley, a photogenic church became a viral Instagram spot.

“Places that were once part of long hiking tours have become drive-up destinations, visited just to snap a photo,” said Simonetta Nardin, editor-in-chief of Salto, an online magazine.

Some local influencers are rethinking their role. Content creator Arianna Nutte said most pressure comes from tourism agencies, but acknowledged that influencers are complicit. Some mountain guides now ask hikers to sign agreements not to reveal exact locations, while others avoid sharing precise spots online.

Environmental groups are calling for tougher rules, including limits on new ski lifts, traffic restrictions, and hotel construction caps. Cortina’s mayor has suggested restricted traffic zones with monitoring cameras and a small parking area at Lake Sorapis, allowing access only when spaces are available to encourage visits to less crowded sites.

“We must manage overtourism by ensuring parking and services so that the influx does not collapse the area,” Lorenzi said. “People posting on social media must understand that some areas cannot handle hordes of visitors.”

-Reporting by Giselda Vagnoni; Editing by Keith Weir and Toby Davis/Reuters